What a great idea! Instead of simply grousing about how the conceptions and preconceptions of mainstream economics prevail, David Ruccio and his collaborators not only show that professional students of economic life see it through many different pairs of glasses, but also that the professionals’ views fall far short of exhausting the richness of available representations concerning production, consumption, distribution, and transfer of assets.Viviana A. Zelizer, Lloyd Cotsen '50 Professor of Sociology, Princeton University, author of The Purchase of Intimacy.If it is agreed that standard economic representations do not do justice to the complexities of the new economy, how else could we represent an economy that is more about symbols and the production of meanings than about the production of goods and services? This book begins the exploration with great imagination showing how much is gained from encounters with other disciplines. It sets the agenda for the much needed reevaluation of economics as a scienceArjo Klamer is professor of cultural economics and dean of Academia Vitae, the Netherlands